What's Happening?
Under Armour, Inc. and Stephen Curry have announced the separation of Curry Brand from Under Armour, ending a partnership that has lasted over a decade. Under Armour will focus on its core brand, developing
new basketball products while continuing to support athletes and programs. Curry Brand will operate independently, allowing Stephen Curry to pursue growth on his own terms. The final Curry Brand x Under Armour shoe, Curry 13, will be released in February 2026, with additional collections available through October 2026. The partnership, launched in 2020, has been instrumental in combining performance innovation with community investments, particularly in youth sports and underfunded basketball programs.
Why It's Important?
The separation marks a significant shift for both Under Armour and Stephen Curry. Under Armour aims to concentrate on its core brand during a critical turnaround phase, potentially improving its market position and financial performance. For Curry, the independence allows for strategic growth and the opportunity to expand his brand's impact on youth sports and communities. This move could influence the athletic apparel industry, as Curry Brand seeks new partnerships and retail opportunities, potentially altering market dynamics and consumer choices.
What's Next?
Under Armour will continue to release Curry Brand products until October 2026, after which Curry Brand will fully operate independently. Stephen Curry may explore new retail partnerships, expanding his brand's reach and influence. Under Armour's focus on its core brand could lead to new product innovations and marketing strategies aimed at strengthening its market presence. Stakeholders, including investors and consumers, will be watching closely to see how both entities navigate this transition.
Beyond the Headlines
The separation could have broader implications for athlete-brand partnerships, highlighting the potential for athletes to leverage their influence to create independent brands. This trend may encourage other athletes to seek similar arrangements, impacting the structure of sponsorship deals and brand collaborations in the sports industry.
